TikTok partners with WPP to improve ad campaigns on app

Anne Freer | February 3, 2021

App Business

TikTok is teaming up with WPP to give WPP agencies access to its short-form video app.

As part of the partnership, WPP agents will gain access to ad products and APIs that are still in development on TikTok. This will include augmented reality formats.

The company plans to engage its creator community to establish a network for creators to partner with WPP.

“More and more brands all over the world are experiencing the impact TikTok has to create moments that not only shape culture but also drive business value,” said Blake Chandlee, VP of Global Business Solutions at TikTok.

“Creative and media agencies play a major role in fuelling these creative campaigns, and we’re excited to partner with a global innovator like WPP as we build for the future. We both share a common goal: to drive amazing campaigns for our clients that resonate with our growing audience in a way that is authentic, inspires creativity and brings joy. We look forward to delivering on this shared goal for WPP, its agencies and clients.”

Together the companies will conduct joint research to guide brands on TikTok best practise and help them use data to improve their campaigns.

“Our clients want new and innovative ways to reach consumers. TikTok has quickly demonstrated the power of mobile video and the many opportunities that exist for brands to engage in meaningful and creative ways on its platform,” explained Mark Read, WPP CEO.

“I am delighted that we have formed this global partnership, a first in our industry, and look forward to working with TikTok to ensure our clients continue to benefit from what its platform has to offer.”

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